AI – In the Prompt
Explores how artificial intelligence tools transform the creative process in communication, marketing, and design. Through real-world examples from agency practice, the lecture demonstrates how prompt engineering – defining role, context, command, and format – turns users into experts capable of shaping complex outputs across media. From generating adcopy and visuals with ChatGPT and DALL·E to crafting cinematic imagery in Midjourney or video concepts in Runway, the presentation shows how creativity and technology merge into a new workflow. The talk also introduces advanced tools suchas Perplexity AI for research, Sintra AI for automated team support, and Botpress for AI agents, illustrating a future where human intuition meets machine precision. The goal is to demystify prompts – not as mere instructions, but as a new creative language that bridges ideas, tools, and imagination.

Zlatko Ganić – FABRIKA – Digital Media Director and experienced strategist with 16 years of expertise in the advertisingindustry. Skilled in digital display, Facebook & Instagram, and Google advertising, with a comprehensive understandingfrom theory to practical implementation. Recognized as a successful Digital Media Trainer, delivering training programson various platforms. Proven track record as a lecturer at prestigious institutions, including LSPR (London School of PR), Employer Branding in Sarajevo and Belgrade, and Sarajevo’s Content Academy. A trusted Digital Communicationconsultant for reputable organizations such as British Council, IOM and Internews, focusing on digital media transformation.Nowadays lecturer/professor at:
•  LSPR (London School of PR – Sarajevo, Belgrade, Skopje)
•  Employer Branding in Sarajevo and Belgrade
•  Sarajevo’s Content Academy
•  Burch University
•  AI Academy Belgrade